Archive for category: General News

For Small to Medium Enterprises that have hit the “next stage” of sophistication, or those that are aspiring to do so, we recommend implementing an integrated communications strategy. A communications strategy differs from an advertising or marketing strategy, although there are overlaps. We may write a separate piece about this another day because many businesses (understandably) find it difficult to understand the nuances differentiating these disciplines.

How it ‘looks’

Typically, this strategy, when adapted to an SME, would involve a website overhaul. This would mean new copy, a new design, a new build, and some Search Engine Optimisation (SEO). At the same time, we’d be looking at developing a design template for an e-newsletter and setting up a database/Customer Relationship Management (CRM) function. The regularity of your e-newsletter will depend you your budget, but also your industry and “purpose”. We’d be looking to integrate this e-newsletter into your broader communications activities. Stories “with legs” could be distributed to print, radio, TV and digital media. We’d also be recommending e-newsletter stories be used across all your social media channels. You may even wish to combine this with a Pay Per Click (PPC), Facebook/LinkedIn/Instagram Advertising campaign. We’d also factor in a Brand Shrine to get the ball rolling.

What’s a ‘Brand Shrine’?

We actually made this term up. It’s one of the tools we’ve developed at Forward Communications to establish clear thinking. When working with multiple clients, delivering across multiple functions, this is the “creative” equivalent to a business plan. It enters our writers, designers and other creatives into the headspace to begin each project. We call it a “shrine” because a) it requires some deep reflection and b) it invites worship and faith and with an almost religious commitment (not to be blasphemous in any way – it’s meant as a metaphor).

Purpose

The main purpose of the Brand Shrine is to define your company’s brand. Through this exercise, we establish the essence of what the client is about and based on this, we develop the web copy/brochure/logo/project/video. It provides a tangible representation of some of the “intangible” aspects that come when establishing/reinventing a brand (like when we wake at 4am thinking about you!). It also represents a “coming of age” for the client, which has probably grown organically (and successfully). The Brand Shrine creates space for reflection. These key messages/personality attributes should be reflected in all communication, internally and externally.

Practical use

We’d recommend you include the Brand Shrine in your new employee’s starter kits, but also recommend you use this whenever you engage a new supplier. It’s a ready “definition” of the company and its values – something that should frequently be referred to when developing communications material/setting goals. We would treat this as an internal strategic document and not something that you would allow competitor’s to access (like the “branding” equivalent of a business plan). Although, should anyone within the client’s organisation be required to do a media interview, this would be one of the documents we would keep handy to ensure key messages are adhered to. It represents a consensus at this point in time, but as the client’s business grows, we may tweak the messages where necessary. From the broader “branding” aspects, the Brand Shrine taps into the value of the client’s brand name.

Ask the big questions

When developing a Brand Shrine, these are some of the questions I encourage my clients to “deeply” reflect upon: – What is the name of your business? Why is it called this? – What is your slogan, if you have one? (This should be short, sharp and evoke an emotional response) – If you were to sum up in one sentence what your company does, what would you say? – If you would describe the “personality” of your business, what would you say? – What are some of the important aspects of your business? Flagship products? Particular achievements? Key selling points? Values? – Do you have any hero statements – one/two liners that you like to use to promote your business?

There’s always more

When diving in to some of the “deeper” work about your company, there are always more questions. Developing the Brand Shrine is the equivalent of traveling through a therapeutic process for your business. Business owners are often surprised at the raw emotions their businesses evoke. Businesses create life purposes and are deeply meaningful for many. The end result of the Brand Shrine process is meant to serve as a pillar – you could compare it to the stable object onto which a toddler grips when taking their first steps. While the toddler moves on to independence, there are reference points that continue to influence and stabilise future growth. Of course, this approach can also be used for larger companies/government organisations, but it’s much more effective when an organisation is a) still developing b) undergoing major changes or c) open to change.

Change can happen

And when the time comes, we must be open to a major therapeutic overhaul where we ask the big questions all over again and be open to the fact that things might have changed. The important point is to ensure this is a precise decision and not an ad hoc, knee-jerk reaction.

Back in 2002, I’d estimate that 90 per cent of our work consisted of media release generation and pitching to radio, TV, print and online media. The remaining 10 per cent of time was spent producing copy for publications. For simplicity, I’m not including planning or strategy within these time segments.

Now, I’d estimate this has completely reversed. And by far, the digital word outnumbers the printed word.

For good reason.

The digital word is fast, updatable, movable, reusable and interestingly, more affordable, even for corporates on tight budgets or SMEs.

Email Marketing in the form of Enewsletters or Electronic Direct Mail (EDM) seem to deliver the most bang for customer buck.

Just don’t forget to make sure your EDMs are coded correctly to be viewable across a range of email platforms including Outlook Express, Safari, Apple Mail and Entourage.

And do your research on the different CRM software programs available – Infusionsoft and Salesforce can pack quite the punch.

For those communications professionals willing to adjust, there’s never been a greater abundance of work prospects.

Unlike marketing or sales departments, which can often demonstrate a direct impact on company revenue, the positive impact of communications can be difficult to prove.

Even if you achieve full-page, front-page spreads with national publications or your newsletter readership is optimal, it can still be difficult to link these activities back to market success.

Sometimes the impact is felt most when it’s absent. But as communications professionals, it’s important to be business-focused. That means demonstrating our worth.

To overcome this, create a habit of stating the organisation’s business strategy/KPIs at the outset of any communications plan and ensure your plan demonstrates how communications will help achieve or support this.

While on the topic, keep plans concise and simple as few people have time or interest to read lengthy proposals, particularly if they do not have a communications background.

Even though we recently wrote a blog highlighting the benefits of e-newsletters, it’s important to remember that newsletters/e-newsletters are not the ONLY method of communication, particularly in the context of internal communications.

It’s important to consider the best ways in which to communicate with staff, particularly during times organisations are going through change.

Striking the balance between keeping staff informed and engaged and avoiding weighing staff down with unnecessary information is an art form in itself.

During organisational change, it’s often worthwhile to set up informal communications networks within the organisation to include non-communications/marketing teams, so that when information needs to be disseminated, it can be done via people who will automatically know how to tailor it to their colleagues. Remember, not everybody has a desk-based job, so important announcements may also need to be shared formally via meetings/direct communication.

If your organisation is going through a period of change we can tailor workshops to suit the varying needs of your organisation in practical and engaging ways.

The reason why you are being interviewed by a journalist is because they are looking for a story whether it be a news, feature or just a “what’s on” style story. The journalist may have approached you directly, or it may be the result from a media release sent out by either yourself or a publicity department. Either way, being involved in editorial is very different to placing an ad. If you were placing an ad you would be paying for the space and would have complete control of the content.

It’s not all about you/your organisation. So, when you are speaking with a journalist, it’s important not to sound like an ad. More importantly, you need to provide them with a good story that will interest their readers.

Be generous, but maintain your integrity. Try not to think that you are just getting something for yourself, you need to give as well. Having said that, it’s still very important that you retain your integrity. If speaking on behalf of your organisation, it’s important that you reflect the organisation’s values. The best way to achieve your objective/s is through preparation. It’s never a bad idea to write a list of possible questions and ask a work colleague/your communications agency to conduct a mock interview. This process also does wonders for settling nerves.

Take opportunities to lead the discussion when they’re presented. The sooner you do this the better, that way it’s more likely that the interview stays focussed on your key messages. Key messages are essentially the key points you want to communicate to the journalist. Ideally, key messages should have been included in a media release, but if you don’t have a media release prepared, it’s a good idea to make some notes.

Be interesting. As mentioned earlier, you have an obligation to the journalist to provide something newsworthy and of interest to their readers. There’s no point waiting until the very end of the interview before sharing the most interesting part of your story, you may never get the chance. News stories are written in a style called the “inverted pyramid”, which means the most important information is at the top and the least important is at the bottom. That’s because if the editor needs to shorten the story to fit the page, they can simply cut from the bottom. So when you’re speaking to the journalist, speak in the inverted pyramid and always say the most important points first.

Know the publication/journo. Try to do some research on the publication or the journalist. If you know the journalist’s past work, you can refer to it in conversation, you will also have a better appreciation of their individual style.

E-newsletters offer a much greater level of flexibility than traditional print publications. You can make e-newsletters as short or as long as you like. We generally recommend from three to eight 150-200 word stories. Any number is okay, but shorter is sweeter.

They’re quick! If you need to get the word out fast, e-newsletters can be published very quickly.

You lead the discussion. It’s your newsletter, so you get to choose what goes into the newsletter. Not ulitising digital tools is like forfeiting your organisation’s right to vote. We live in a digital age, your digital communications collateral is the equivalent of your owning your very own media empire where you get to completely drive your organisation’s key messages.

Unlike social media, you’re not mixing your brand with another platform. Take advantage of the fact you can create your own segment.

When it comes to adding colour to e-newsletters, it’s very easy to source images. Photography is as easy as directing someone to use their iphone camera. Nice natural in-situ shots keep a friendly and professional feel.

E-newsletters can help to build your website’s Search Engine Optimisation (SEO), further strengthen your brand or communication reach. The more regularly you update your site with new content, the more your SEO improves. You can also use e-newsletters to engage customers with your other social media activities.

You can gain insights into your customers/organisations quite easily through the use of good back-end software supporting your e-newsletter. You’ll be able to track which stories were most popular, who read what and when.

They work well as both internal and external communication methods. You may alter the tone and content depending on your audience.

Stories can be recycled. Your stronger stories can easily be used as media releases (or media releases can be used as stories) to gain extra mileage. Otherwise, these stories can be used in your social media campaigns.

E-newsletters are easy to outsource. Once the ground rules are established, a good Communications company can take it from there, ensuring your staff members aren’t over-stretched.

Every year do you feel a sense of dread when it is time to commence an Annual Report?

Here are some tips to make the process something you look forward to undertaking:

Start with a project task list and timeline. You can use project management software, Excel or Word to list all the actions and the date by which they need to be completed. Apart from peace of mind, this allows someone else to seamlessly take over in case you need to take urgent and unforeseen leave.

Communication is key. Enlist support from your executive and key departmental heads. Let them know your key deadline dates and ask them to nominate a contact person who will be your champion for content gathering.

Obtain the latest compliance schedules from relevant bodies such as the ASX or State Treasury to ensure your Annual Report contains the necessary information.

Most importantly, do not underestimate the amount of time required for approvals, re-approvals and more approvals, particularly around the checking of financial figures. Factor this into your timeline.

Finally, depending on the organisation or industry, consider electronic publishing only. This will save time, money and lots of headaches.